Mulberry Christmas campaigns adds modern edge to tradition

By

Sandra Halliday

Published
Nov 15, 2017

In a season marked by many retailers changing their approach for their Christmas campaigns, Mulberry has stuck to its tradition of creating quirky, amusing films that still manage to put its high-end product at the heart of the message.

The luxury fashion and leathergoods firm has this year created My True Love Gave To Me, using the traditional seasonal song The Twelve Days Of Christmas as its starting point. 

Girl band The Big Moon are singing, adding a further unusual edge to the film, which was shot by Charlotte Wales. She’s an interesting choice with the Central Saint Martins-trained photographer-turned-director having created shoots for British, US and Paris Vogue as well as having Chloé, Céline, Louis Vuitton, and Chanel on her client list.

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So what’s the result? Its a very British romp with eight maids-a-milking pulling milk bottles out of their Mulberry bags, the two turtle dove standing on two immaculately dressed models’ heads and 10 lords-a-leaping being male models jumping very athletically over a pile of Mulberry travel bags.

The company’s marketing chief Charlotte O’Sullivan said Wales has “a beautiful aesthetic and is brilliant technically” as well having as a “very British sense of humour.”

Meanwhile creative chief Johnny Coca told Vogue that his collections are focused on “modern heritage and a new perspective on tradition” and this song is about as traditional as it gets.  But mixing it up with a” great track, a brilliant director and a playful narrative results in a completely fresh British reinterpretation of a classic.”